What have we got to do?
Deliverables
A compelling, contextual advertising idea for our brand. What TV show & what creative idea to produce the ‘Yeo Valley’ impact.
The Problem
Last quarters home insurance adverts delivered by McCann Erickson, London under-performed and didn’t resonate well with the AA’s existing target audience. In fact, it would be fair to say that the TV spots they developed shied away from the brands quintessential values.
We already know that contextual advertising delivers a higher quality of memorability and success with audiences and combining this with the aim to create a form of social entertainment worthy of ‘going viral’ in the same way that Yeo Valley’s advertisements did would be a winning venture suitable of getting the AA’s home insurance offerings noticed by their audience again.
Analysing the Yeo Valley Effect
The reason Yeo Valley and adverts of a similar ilk have been so successful is that tore away from the status quo and became forms of social entertainment that were easily sharable both via word of mouth as well as through online networks and social media. Moreover, developing a singing contest ‘advertisement’ in the adverts between an actual singing contest (The X Factor), Yeo Valley and BBH were able to create a piece of contextual advertising which transcended our own expectations of what was possible for a standard marketing spot.
Let’s take a look at their last advert from 2011 one more time:
About The AA
What does the AA symbolise?
• Reliability
• Trustworthy
•Efficient
• Reassuring
• Clear and simple
• Established
• Open
• Helpful
• Silent guardian
• A lifeline (fourth emergency service)
Who do the AA aim their home insurance at?
• Older families
• Mature couples
• Have had a mortgage for around 2 years already and are shopping around for the best deal
• Those with previous AA insurance (e.g. Vehicle breakdown cover)
Home emergency response insurance is mainly focused on younger couples and households, many of which don’t have children, who may not be able to afford a fully comprehensive home insurance policy but still want protection from life’s little mishaps.
For the next stage in the process, click through to see the IDEA
